DELIVERING MARKETING Communications

Transcription

1 DELIVERING MARKETING Communications H.H. Sheik Sultan Tower (0) Floor Corniche Street Abu Dhabi U.A.E

2 Course Introduction: Successful marketers maximize their sales opportunities by using integrated marketing communications, which include advertising, personal selling, promotion, direct marketing, public relations, customer relationship management and electronic media. Prepare an integrated marketing communications plan as part of the course's curriculum. Course Objectives: By the end of the program, participants will be able to: Examine the concept of exchange in the marketing context Assess the role of promotion in the context of the marketing mix Consider the range and potential impact of marketing communications Identify the key characteristics of each major tool in the communications mix Examine the effectiveness of each communication tool Establish a need for marketing communications Compare marketing communications in the consumer and business markets Who Should Attend? Product and brand managers and product/marketing executives, especially those responsible for marketing. Course Outline: Introduction to Marketing Communications The Concept of Marketing as an Exchange The Role of Communication in Exchange Transactions Marketing Communications and the Process of Exchange Defining Marketing Communications The Role of Marketing Communications The Marketing Communications Mix Effectiveness of the Promotional Tools Selection Criteria SM149 REVISION 000 PAGE 2 OF 8

3 Management of the Promotional Tools Context and Marketing Communications Communication Differences Communication Theory An Introduction to the Communication Process Linear Model of Communication Influences of the Communication Process Word-of-Mouth Communications Process of Adoption Process of Diffusion Interactional Approaches to Communications Relational or Contextual Approaches to Communications Network Approaches to Communications Understanding How Consumers Process Information Cognitive Theory Personality Perception Marketing and Perception Learning Attitudes Changing Attitudes with Marketing Communications Customer Decision-Making A General Buying Decision-Making Process Types of Consumer Decision-Making Perceived Risk Involvement Theory Hedonic Consumption Consumer Decision-Making Processes Organi zational Buying Decision Processes Unifying Models of Buyer Decision-Making How Marketing Communications Might Work SM149 REVISION 000 PAGE 3 OF 8

4 Context Strategy and Marketing Communications The Emergence of Marketing Communications The Role of Marketing Communications How Does Marketing Communications Work? Cognitive Processing Elaboration Likelihood Model Interaction, Dialogue and Relationships Developing Significant Value Towards a Model of Marketing Communications Marketing Communications: Strategies and Planning Understanding Strategy Market Segmentation The 3Ps of Marketing Communications Strategy Strategic Balance Internet Strategies Developing a Marketing Communications Plan The Marketing Communications Planning Framework A Framework For Integrated Marketing Communications Plans Links and Essential Points Marketing Communications: Objectives and Positioning The Role of Objectives in Corporate Strategy The Role of Promotional Objectives and Plans Derivation of Promotional Objectives The Need for Realism when Setting Promotional Objectives SMART Objectives Positioning: An Introduction The Development of the Positioning Concept The Positioning Concept Developing and Managing a Position Positioning Strategies Repositioning Branding and the Role of Marketing Communications SM149 REVISION 000 PAGE 4 OF 8

5 Brand Characteristics Benefits of Branding Brand Portfolios: Architecture and Forms The Strategic Role of Branding The Role of Marketing Communications in Branding Business-To-Business Branding Online Branding Brand Equity Corporate Identity, Reputation and Branding Corporate Identity or Corporate Branding? Corporate Communications Dimensions of Corporate Image Elements of Corporate Identity Corporate Reputation Strategy and Corporate Identity/Image Financial Resources for Marketing Communications Trends in Promotional Expenditure The Role of the Promotional Budget Benefits of Budgeting Difficulties Associated with Budgeting for Communications Spend Models of Appropriation Techniques and Approaches Competitive Parity Advertising-To-Sales Ratio Share of Voice Appropriation Brand Types The Value of Brand Communications Profit Impact on Market Strategy (PIMS) Which Methods Are Most Used? Budgeting for the Other Elements of the Promotional Mix Evaluating Marketing Communications SM149 REVISION 000 PAGE 5 OF 8

6 The Role of Evaluation in Planned Communications Pre-Testing Finished Advertisements Physiological Measures Post-Testing Other Tests Sales Promotion Using Technology to Evaluate Sales Promotions Public Relations Sponsorship Personal Selling Online Communications Advertising and Strategy The Role of Advertising Emotion in Advertising Advertising Models and Concepts The Strong and Weak Theories of Advertising Using Advertising Strategically Advertising to Engage Advertising Messages and Creative Approaches Message Source Message Balance Message Structure Message Presentation Advertising Tactics Media Behaviour and Planning: Delivering The Message Media-Switching Behaviour Vehicle Selection Media Planning Concepts Effective Frequency Recency Planning Media Usage and Attitudes Efficiency SM149 REVISION 000 PAGE 6 OF 8

7 Media Source Effects Scheduling Sales Promotion Understanding the Value of Sales Promotions The Role of Sales Promotion Sales Promotion Plans: The Objectives An Overview of How Sales Promotions Work Loyalty and Retention Programmes The Strategic Use of Sales Promotions Methods and Techniques Sales Promotions: Manufacturers to Resellers Sales Promotions: Resellers to Consumers Sales Promotions: Manufacturers to Consumers Sales Promotions: The Salesforce Other Sales Promotion Aids Course Certificate: International Center for Training & Development (ICTD) will award an internationally recognized certificate(s) for each delegate on completion of training. Course Methodology: A variety of methodologies will be used during the course that includes: (30%) Based on Case Studies (30%) Techniques (30%) Role Play (10%) Concepts Pre-test and Post-test Variety of Learning Methods Lectures Case Studies and Self Questionaires Group Work Discussion SM149 REVISION 000 PAGE 7 OF 8

8 Presentation Course Fees: To be advised as per the course location. This rate includes participant s manual, and-outs, buffet lunch, coffee/tea on arrival, morning & afternoon of each day. Course Timings: Daily Course Timings: 08:00-08:20 Morning Coffee / Tea 08:20-10:00 First Session 10:00-10:20 Coffee / Tea / Snacks 10:20-12:20 Second Session 12:20-13:30 Lunch Break & Prayer Break 13:30-15:00 Last Session SM149 REVISION 000 PAGE 8 OF 8